---
title: "Watch brands: Which are searched most?"
description: "Compare the watch brands people shop. Share of Search among Casio, Rolex, Seiko, Tissot, TAG Heuer, Fossil, Omega and Citizen, the watch brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/watch-brands"
publisher: "Brandwave"
---

# Watch brands: Which are searched most?

Compare the watch brands people shop. Share of Search among Casio, Rolex, Seiko, Tissot, TAG Heuer, Fossil, Omega and Citizen, the watch brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Watch brands
- **Market**: Global
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Casio, 34.2%

## Which brand is most popular in search among watch brands worldwide?

- In September 2026, Casio was the most searched among watch brands worldwide, with an estimated 5.3M branded searches and 34.2% estimated Share of Search within this set.
- Rolex is in 2nd place, 7.8 percentage points behind at 26.4% Share of Search.
- Across the 12 months ending September 2026, Casio’s estimated Share of Search among watch brands worldwide increased from 30.2% to 34.2%.
- Across the 12 months ending September 2026, Rolex’s estimated Share of Search among watch brands worldwide decreased from 27.7% to 26.4%.
- Across the 12 months ending September 2026, Seiko’s estimated Share of Search among watch brands worldwide decreased from 12.4% to 11.8%.
- Across the 12 months ending September 2026, TAG Heuer’s estimated Share of Search among watch brands worldwide decreased from 8.3% to 6.5%.
- Across the 12 months ending September 2026, Citizen’s estimated Share of Search among watch brands worldwide increased from 3.1% to 3.6%.
- Across the 12 months ending September 2026, Casio’s estimated Share of Search among watch brands worldwide peaked at 34.6% in August 2026 and was lowest at 27.6% in May 2026.
- Across the 12 months ending September 2026, Rolex’s estimated Share of Search among watch brands worldwide peaked at 31.5% in February 2026 and was lowest at 24.4% in June 2026.
- Across the 12 months ending September 2026, Seiko’s estimated Share of Search among watch brands worldwide peaked at 13.3% in June 2026 and was lowest at 11% in April 2026.
- Across the 12 months ending September 2026, Tissot’s estimated Share of Search among watch brands worldwide peaked at 10.2% in May 2026 and was lowest at 7.7% in November 2025.
- Across the 12 months ending September 2026, TAG Heuer’s estimated Share of Search among watch brands worldwide peaked at 8.3% in May 2026 and was lowest at 6.3% in February 2026.
- Across the 12 months ending September 2026, Fossil’s estimated Share of Search among watch brands worldwide peaked at 7% in January 2026 and was lowest at 4.9% in June 2026.
- Across the 12 months ending September 2026, Omega’s estimated Share of Search among watch brands worldwide peaked at 5% in July 2026 and was lowest at 3.9% in March 2026.
- Across the 12 months ending September 2026, Citizen’s estimated Share of Search among watch brands worldwide peaked at 4.1% in July 2026 and was lowest at 3.1% in October 2025.
- Across the 12 months ending September 2026, Tissot rose from 5th to 4th among watch brands worldwide.
- Across the 12 months ending September 2026, TAG Heuer fell from 4th to 5th among watch brands worldwide.
- Across the 12 months ending September 2026, Fossil and Omega held steady: their estimated Share of Search among watch brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Casio vs Rolex: compare search popularity](/demand/global-en/compare/casio-vs-rolex): 34.2% against 26.4% Share of Search.
- [Casio vs Seiko: compare search popularity](/demand/global-en/compare/casio-vs-seiko): 34.2% against 11.8% Share of Search.
- [Casio vs Tissot: compare search popularity](/demand/global-en/compare/casio-vs-tissot): 34.2% against 7.9% Share of Search.
- [Casio vs TAG Heuer: compare search popularity](/demand/global-en/compare/casio-vs-tag-heuer): 34.2% against 6.5% Share of Search.
- [Rolex vs Seiko: compare search popularity](/demand/global-en/compare/rolex-vs-seiko): 26.4% against 11.8% Share of Search.
- [Rolex vs Tissot: compare search popularity](/demand/global-en/compare/rolex-vs-tissot): 26.4% against 7.9% Share of Search.
- [Rolex vs TAG Heuer: compare search popularity](/demand/global-en/compare/rolex-vs-tag-heuer): 26.4% against 6.5% Share of Search.
- [Seiko vs Tissot: compare search popularity](/demand/global-en/compare/seiko-vs-tissot): 11.8% against 7.9% Share of Search.
- [Seiko vs TAG Heuer: compare search popularity](/demand/global-en/compare/seiko-vs-tag-heuer): 11.8% against 6.5% Share of Search.
- [Tissot vs TAG Heuer: compare search popularity](/demand/global-en/compare/tag-heuer-vs-tissot): 7.9% against 6.5% Share of Search.

## How did search popularity change for watch brands worldwide in September 2026?

- Rolex’s estimated Share of Search among watch brands worldwide has gained ground for 3 months in a row, from 24.4% to 26.4% in September 2026.
- Estimated monthly branded searches for Citizen worldwide rose 22.1% over 12 measured months, from 453K to 553K in September 2026.
- Estimated monthly branded searches for Casio worldwide rose 18.9% over 12 measured months, from 4.5M to 5.3M in September 2026.
- Estimated monthly branded searches for TAG Heuer worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Casio | 34.2% | 5.3M | -1.5% | Casio |
| 2 | Rolex | 26.4% | 4.1M | 0.0% | Rolex |
| 3 | Seiko | 11.8% | 1.8M | 0.0% | Seiko |
| 4 | Tissot | 7.9% | 1.2M | 0.0% | Tissot |
| 5 | TAG Heuer | 6.5% | 1M | 0.0% | LVMH |
| 6 | Fossil | 5.3% | 823K | 0.0% | Fossil |
| 7 | Omega | 4.3% | 674K | +0.0% | Omega |
| 8 | Citizen | 3.6% | 553K | 0.0% | Citizen |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Casio | 4.5M | 30.2% | 1 |
| Oct 2025 | Rolex | 4.1M | 27.7% | 2 |
| Oct 2025 | Seiko | 1.8M | 12.4% | 3 |
| Oct 2025 | TAG Heuer | 1.2M | 8.3% | 4 |
| Oct 2025 | Tissot | 1.2M | 8.3% | 5 |
| Oct 2025 | Fossil | 823K | 5.6% | 6 |
| Oct 2025 | Omega | 674K | 4.6% | 7 |
| Oct 2025 | Citizen | 453K | 3.1% | 8 |
| Nov 2025 | Casio | 5.3M | 33.4% | 1 |
| Nov 2025 | Rolex | 4.1M | 25.7% | 2 |
| Nov 2025 | Seiko | 1.8M | 11.5% | 3 |
| Nov 2025 | TAG Heuer | 1.2M | 7.7% | 4 |
| Nov 2025 | Tissot | 1.2M | 7.7% | 5 |
| Nov 2025 | Fossil | 1M | 6.3% | 6 |
| Nov 2025 | Omega | 674K | 4.2% | 7 |
| Nov 2025 | Citizen | 554K | 3.5% | 8 |
| Dec 2025 | Rolex | 5M | 30.1% | 1 |
| Dec 2025 | Casio | 4.7M | 28.4% | 2 |
| Dec 2025 | Seiko | 1.8M | 11% | 3 |
| Dec 2025 | Tissot | 1.5M | 9% | 4 |
| Dec 2025 | TAG Heuer | 1.2M | 7.3% | 5 |
| Dec 2025 | Fossil | 1M | 6% | 6 |
| Dec 2025 | Citizen | 675K | 4.1% | 7 |
| Dec 2025 | Omega | 674K | 4.1% | 8 |
| Jan 2026 | Rolex | 4.1M | 28.7% | 1 |
| Jan 2026 | Casio | 4M | 27.8% | 2 |
| Jan 2026 | Seiko | 1.8M | 12.9% | 3 |
| Jan 2026 | Tissot | 1.2M | 8.6% | 4 |
| Jan 2026 | Fossil | 1M | 7% | 5 |
| Jan 2026 | TAG Heuer | 1M | 7% | 6 |
| Jan 2026 | Omega | 674K | 4.7% | 7 |
| Jan 2026 | Citizen | 454K | 3.2% | 8 |
| Feb 2026 | Rolex | 4.1M | 31.5% | 1 |
| Feb 2026 | Casio | 3.7M | 28.8% | 2 |
| Feb 2026 | Seiko | 1.5M | 11.6% | 3 |
| Feb 2026 | Tissot | 1M | 7.7% | 4 |
| Feb 2026 | Fossil | 823K | 6.3% | 5 |
| Feb 2026 | TAG Heuer | 823K | 6.3% | 6 |
| Feb 2026 | Omega | 550K | 4.2% | 7 |
| Feb 2026 | Citizen | 453K | 3.5% | 8 |
| Mar 2026 | Rolex | 4.1M | 29.3% | 1 |
| Mar 2026 | Casio | 4M | 28.7% | 2 |
| Mar 2026 | Seiko | 1.8M | 13.1% | 3 |
| Mar 2026 | Tissot | 1.2M | 8.7% | 4 |
| Mar 2026 | TAG Heuer | 1M | 7.2% | 5 |
| Mar 2026 | Fossil | 823K | 5.9% | 6 |
| Mar 2026 | Omega | 550K | 3.9% | 7 |
| Mar 2026 | Citizen | 453K | 3.2% | 8 |
| Apr 2026 | Rolex | 4.1M | 30% | 1 |
| Apr 2026 | Casio | 4M | 29.4% | 2 |
| Apr 2026 | Seiko | 1.5M | 11% | 3 |
| Apr 2026 | Tissot | 1.2M | 8.9% | 4 |
| Apr 2026 | TAG Heuer | 1M | 7.3% | 5 |
| Apr 2026 | Fossil | 823K | 6% | 6 |
| Apr 2026 | Omega | 550K | 4% | 7 |
| Apr 2026 | Citizen | 452K | 3.3% | 8 |
| May 2026 | Rolex | 4.1M | 27.7% | 1 |
| May 2026 | Casio | 4.1M | 27.6% | 2 |
| May 2026 | Seiko | 1.8M | 12.4% | 3 |
| May 2026 | Tissot | 1.5M | 10.2% | 4 |
| May 2026 | TAG Heuer | 1.2M | 8.3% | 5 |
| May 2026 | Fossil | 823K | 5.6% | 6 |
| May 2026 | Omega | 674K | 4.6% | 7 |
| May 2026 | Citizen | 554K | 3.8% | 8 |
| Jun 2026 | Casio | 4.4M | 32.2% | 1 |
| Jun 2026 | Rolex | 3.4M | 24.4% | 2 |
| Jun 2026 | Seiko | 1.8M | 13.3% | 3 |
| Jun 2026 | Tissot | 1.2M | 8.9% | 4 |
| Jun 2026 | TAG Heuer | 1M | 7.3% | 5 |
| Jun 2026 | Omega | 673K | 4.9% | 6 |
| Jun 2026 | Fossil | 673K | 4.9% | 7 |
| Jun 2026 | Citizen | 552K | 4% | 8 |
| Jul 2026 | Casio | 4.4M | 33% | 1 |
| Jul 2026 | Rolex | 3.4M | 25% | 2 |
| Jul 2026 | Seiko | 1.5M | 11.2% | 3 |
| Jul 2026 | Tissot | 1.2M | 9.1% | 4 |
| Jul 2026 | TAG Heuer | 1M | 7.5% | 5 |
| Jul 2026 | Omega | 673K | 5% | 6 |
| Jul 2026 | Fossil | 673K | 5% | 7 |
| Jul 2026 | Citizen | 552K | 4.1% | 8 |
| Aug 2026 | Casio | 5.4M | 34.6% | 1 |
| Aug 2026 | Rolex | 4.1M | 26.3% | 2 |
| Aug 2026 | Seiko | 1.8M | 11.7% | 3 |
| Aug 2026 | Tissot | 1.2M | 7.8% | 4 |
| Aug 2026 | TAG Heuer | 1M | 6.4% | 5 |
| Aug 2026 | Fossil | 823K | 5.3% | 6 |
| Aug 2026 | Omega | 673K | 4.3% | 7 |
| Aug 2026 | Citizen | 553K | 3.5% | 8 |
| Sep 2026 | Casio | 5.3M | 34.2% | 1 |
| Sep 2026 | Rolex | 4.1M | 26.4% | 2 |
| Sep 2026 | Seiko | 1.8M | 11.8% | 3 |
| Sep 2026 | Tissot | 1.2M | 7.9% | 4 |
| Sep 2026 | TAG Heuer | 1M | 6.5% | 5 |
| Sep 2026 | Fossil | 823K | 5.3% | 6 |
| Sep 2026 | Omega | 674K | 4.3% | 7 |
| Sep 2026 | Citizen | 553K | 3.6% | 8 |

## What is being compared

- **Casio**: Measured on the search terms “casio”, “casio edifice”, “casio female watches” and “casio watch”, summed into one figure.
- **Citizen**: Measured on the search terms “citizen nz” and “citizen watch”, summed into one figure.
- **Fossil**: Measured on the search term “fossil”.
- **Omega**: Measured on the search terms “omega nz” and “omega watch”, summed into one figure.
- **Rolex**: Measured on the search term “rolex”.
- **Seiko**: Measured on the search term “seiko”.
- **TAG Heuer**: Measured on the search term “tag heuer”.
- **Tissot**: Measured on the search term “tissot”.

- [Casio](/demand/global-en/brands/casio)
- [Citizen](/demand/global-en/brands/citizen)
- [Fossil](/demand/global-en/brands/fossil)
- [Omega](/demand/global-en/brands/omega)
- [Rolex](/demand/global-en/brands/rolex)
- [Seiko](/demand/global-en/brands/seiko)
- [TAG Heuer](/demand/global-en/brands/tag-heuer)
- [Tissot](/demand/global-en/brands/tissot)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among watch brands worldwide?

In September 2026, Casio was the most searched among watch brands worldwide, with an estimated 5.3M branded searches and 34.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Watch brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/watch-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/watch-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.